The fear of information overload – every second German citizen feels literally overwhelmed.

New BAT study dampens multimedia euphoria

Technologically, anything is possible. But psychologically, the media revolution is reaching its limits. The ever-increasing number of TV programs, videos, and computer games, along with a growing variety of online shopping and telecommunications options, gives consumers the impression of being overwhelmed: "You feel like you're being steamrolled," says almost half the population (48%) in Germany. And even more than a third of all young people aged 14 to 29 (36%) openly admit that the flood of media is now almost impossible to manage. This is according to a recent representative survey conducted by the B·A·T Leisure Research Institute, in which 2,600 people aged 14 and over were asked about their assessment of the development of multimedia offerings.
Many citizens are finding it increasingly difficult to navigate the jungle of information overload. Families with teenagers in the household (55%) and the older generation aged 50 and over (53%) are particularly concerned about the growing flood of media. "Many citizens feel threatened by the overabundance of media offerings and don't know how to defend themselves against this avalanche," says Prof. Dr. Horst W. Opaschowski, head of the B·A·T Institute. They perceive the future age of telecommunications as a threat. They see few ways to escape the clutches of this "multimedia polyp.".

Loneliness is a threat. Highly educated people, in particular, fear fewer social contacts.

The boom in the future communications industry could backfire on interpersonal communication. The convergence of computers, telephones, and televisions is more likely to promote loneliness in front of these devices. This is a concern shared by almost half of all German citizens (48%). Awareness of this problem increases with the level of education. The proportion of German citizens who see the new multimedia possibilities as a scourge of loneliness rather than an advancement in communication is significantly higher among those with a Gymnasium (academic high school) education (54%) and a university degree (57%) than among those with Hauptschule (lower secondary school) and Realschule (intermediate secondary school) degrees (46 and 47%, respectively).
In the public's vision of the future, the media landscape of tomorrow lacks a genuine connection to human needs and desires. Professor Opaschowski: "Many Germans feel that the industry doesn't even want to know if consumers actually want all of this." For example, 35 percent of the population aged 14 and over are convinced that multimedia offerings are not being accepted and are being rejected because citizens simply don't want them.

TV, telephone and computer: More of a time trap than a time saver

Teleshopping, banking, and booking travel – all should be possible from the comfort of your living room, saving you time. But consumers are realists: media consumption also takes time. One in ten Germans hopes that new technologies will save them additional time. But more than twice as many (22%) are convinced that they simply don't have the time to use them. Only the group of 14- to 17-year-old media enthusiasts believes that the time saved (22%) and the time lost (23%) with new technologies are roughly balanced.
The opportunities presented by the future multimedia age are recognized by the general population, but their significance is considered relatively low. One in four Germans (241%) hopes that it will create new jobs, make life more pleasant and easier (201%), and enrich private life (171%). Only eleven percent of the population believe that the private use of new media also offers professional advantages. However, a significantly higher percentage of Germans bid farewell to the television age with sadness and a touch of nostalgia. Twenty-five percent of the German population are more nostalgic for the old days of ARD and ZDF.
Generally speaking, the war and postwar period led to the emergence of two generations of people with different technological backgrounds. Those born before 1945 (50 years and older) largely resist and oppose the new multimedia offerings. Those under 50, however, have a significantly more positive view of the multimedia possibilities for privacy and leisure activities. Nevertheless, it is also clear that the disadvantages and risks of media development are perceived as more serious than the advantages and potential opportunities.
The new study, entitled "Media Consumption – Analyses and Forecasts," is available as a printed book for a nominal fee of DM 24 from the B·A·T Leisure Research Institute, Alsterufer 4, 20354 Hamburg, Germany. The book contains key overview tables and a detailed interpretation of the current survey data from February/March 1995, presented in text and graphics. We will gladly provide journalists and editorial offices with a free review copy upon request.